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AN ANALYSIS OF FACTORS THAT INFLUENCE
CUSTOMERS’ PURCHASE DECISIONS OF
GMMTV MERCHANDISE
Millenie Febriyanri1, Sugianto2
1,2Politeknik Tonggak Equator, Pontianak, Indonesia
Email: milleniefebriyanri@gmail.com1, Sugianto.kampus@gmail.com2
Abstract: The Thailand film industry is at the peak of its popularity.
GMMTV, as one of the producers of Thai series or dramas, has
received a lot of support and caught vast attention from domestic
and foreign fans, including Indonesia. Successful with the original
series, GMMTV started to see another opportunity by launching
merchandise. With the fans’ enthusiasm, these merchandise of
GMMTV always sold out, caused to various factors influencing
customer decisions. This paper will discuss the customer behavior
of GMMTV fans. This research used associative quantitative
approaches. The technique of sample collecting was probability
sampling with a purposive approach, and snowball sampling
consisted of 50 samples who were fans of GMMTV that had
purchased merchandise from GMMTV. The method of data
collecting in this research used a questionnaire using Google Forms
and a literature study. The technique of data analysis used is the
normality test, multicollinearity test, heteroscedasticity test,
multiple linear regression analysis, multiple correlation analysis,
coefficient of determination (R2), and t-test (partial test). The results
showed a significant simultaneous effect between the factors
influencing (cultural, social, personal, and psychological)
purchasing decisions. Meanwhile, the results of the research
partially showed a significant influence on social and psychological
variables on purchasing decisions.
Keywords: fans, GMMTV, merchandise, purchasing decisions,
Thailand
Introduction
The creative industry is growing day by day and adapting to the audience’s tastes. Film
and music are the sub-sectors of the creative industry that catch vast attention from teenagers
to adults. Assisted by using technology and internet networks, creative industries can provide
opportunities for each country to enter and introduce its culture to the global market. Thailand
is starting to show the creativity of its human resources. Thailand’s film industry can elevate
its existence by carrying out social issues themes or taboo genres for some people. The success
of the Thai series can be seen in the series entitled 2gether: The Series. An article in Time Out
Bangkok notes that thanks to 2gether: The Series, the streaming channel LINE TV increased
from just five percent in 2019 to 34 percent in 2020, especially during the Covid-19 pandemic
(Koaysomboon, 2020). Seeing this great success, GMMTV, the producer of 2gether: The
Series, continues to develop and direct its attention to making other original series.
Based on company information, GMMTV, an entertainment subsidiary of GMM
Grammy with the slogan “to be a leader in fully-integrated entertainment business and to engage
with consumers through multi channels,” offers unique entertainment that can produce and
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deliver high-quality local content in Thailand and further expand; GMMTV intends to target
the international market. Thriving as a series producer, GMMTV began to see other business
opportunities besides entertainment. Seeing much admiration for their artists, GMMTV intends
to take advantage of fans’ love and use this opportunity well by launching official merchandise,
such as bags, drinking bottles, clothes, key chains, et cetera. GMMTV introduces its
merchandise by implementing a product placement strategy or product placement into its
production series.
According to Hudson and Hudson (2006, as cited in Jiang et al., 2018), product
placement strategies in modern times have become more complex because product and service
advertising is not overtly advertised in films but is embedded into the content as if it has become
part of a lifestyle. This leads to a more robust emotional engagement with the audience.
GMMTV has done the right thing by doing that strategy in placing merchandise products into
its series.
GMMTV's seriousness in launching their merchandise can be seen in every release of
the latest original series must be included with the latest merchandise. One can be seen in the
series Fish Upon The Sky, released in April 2021. In the series, there are also four merchandises
(key chain, drinking bottle, tote bag, and clips) that are intentionally included in the Fish Upon
The Sky storyline, and each has its meaning for the characters in the series. GMMTV's deliberate
steps in placing the product were successful and increased interest in the merchandise.
Besides the official GMMTV SHOP website, the sale of GMMTV merchandise is
assisted by an online shop explicitly selling GMMTV’s idol merchandise. As an idol fan,
buying merchandise can be considered a necessity or a hobby because there is a sense of pride
when purchasing the merchandise. These enthusiasms of GMMTV fans have also shown
consumer behavior and cannot be separated from the factors influencing their purchasing
decisions for GMMTV merchandise.
According to Kotler and Armstrong (2012, as cited in Margaretha & Iskandar, 2018),
consumer behavior is influenced by factors such as (1) Cultural factors, consisting of culture,
sub-culture, and social class; (2) Social factors, consisting of reference groups, family, roles
and status; (3) Personal factors, consisting of age, occupation, economic situation, lifestyle,
personality and self-concept; and (4) Psychological factors, consisting of motivation,
perception, learning, beliefs, and attitudes.
Considering the Thai series is at the peak of its popularity in 2020 until now, research
on this matter can be said to be relatively new, or its novelty is quite high. Seeing this, the
author wants to know more about the behavior of GMMTV customers, which has now begun
to spread in various regions in Indonesia. Therefore, the author is interested in further
researching and pouring it into a thesis titled “An Analysis of Factors that Influence Customers’
Purchase Decisions of GMMTV Merchandise.”
Based on the background that has been stated above, the formulation of the problem in
this study is as follows: is there any influence from cultural factors, social factors, personal
factors, and psychological factors partially on the purchasing decision of GMMTV
merchandise?
Following the problems stated above, this study aims to determine whether there is a
partial influence of cultural, social, personal, and psychological factors on the purchasing
decision of GMMTV merchandise.
Literature Review
In a book entitled Marketing Management, the definition of marketing, according to
Kotler and Armstrong (2003, p.7, as cited in Wibowo, 2019), is a social and managerial process
or activity carried out by individuals or groups to obtain their goals as what they need and want
by creating products and exchange products and value with others. Meanwhile, based on Boyd
(2000, p.18, as cited in Wibowo, 2019), marketing is a process of analysis, planning,
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implementation, coordination, and control of marketing programs concerning policies or
product concepts, prices, promotions, and distribution of products, services, and ideas designed
to create and maintain beneficial exchanges with target markets to achieve company goals.
Belch & Belch (2003, p.450, as cited in Pramoedya, 2013) defines product placement
as aims to explain the product to the audience. Meanwhile, Shuterland & Sylvester (2000, p.36,
as cited in Pramoedya, 2013) say that product placement is included in 'subliminal advertising,'
which aims to enter the audience's mind and blend with existing media to create a natural and
not forced impression, not like advertising in general.
In the journal, Sangadji & Sopiah (2014, p.8, as cited in Hanum & Hidayat, 2017) define
consumer behavior as all activities and psychology that encourage these actions before buying,
when buying, using, and spending on products and services after purchasing, and which is
evaluating activities. Meanwhile, in a book written by Tjiptono and Diana, the processes that
occur when individuals or groups choose, buy, use, or discontinue using products, services,
ideas, or experiences to satisfy certain needs and desires are the definitions of consumer
behavior according to Solomon (2018, as cited in Tjiptono & Diana, 2019).
Four main factors can influence consumer purchasing decisions which can be
summarized in paragraphs, namely:
1. Cultural Factors, according to Mangkunegara (2002, as cited in Irwan, 2019), says that
culture is the result of human work, a learning process, has rules or patterns, is part of society,
and shows certain similarities but variations. Each culture consists of several sub-cultures
that show a more specific identification and socialization for its members. Sub-cultures
include nationalities, religions, racial groups, and geographic regions.
2. According to Lamb (2001, as cited in Irwan, 2019), social factors are people who consider
equality in status or community rewards and continuously socialize among themselves
formally and informally.
3. Personal factors collect and classify the consistency of an individual's reaction to the current
situation (Lamb, 2001, as cited in Irwan, 2019). In addition, according to Mangkunegara
(2002, as cited in Irwan, 2019), personality can be defined as a form of the traits that exist
in individuals who greatly determine their behavior.
4. According to Lamb (2001, as cited in Irwan, 2019), psychological factors are the methods
used to identify their feelings, collect and analyze information, formulate thoughts and
opinions and take action.
Based on the quote from a journal, there are five general steps in the buying process that
Sangadji and Sopiah have explained (2013, p.94, as cited in Hanum & Hidayat, 2017), which
are as follows;
1. Recognition of needs is the first stage of the buying decision process in which consumers
become aware of a problem or need.
2. Information search is the main thing consumers will do in deciding whether to buy or not to
buy a product.
3. Evaluation of Alternatives is the stage of the buying process in which consumers use the
information to evaluate alternative brands in a choice set.
4. Purchase decisions, namely where the buyer has made a choice and purchases the product
and consumes it.
5. Post-purchase behavior is a buyer's decision process in which consumers take further action
after purchasing based on the satisfaction or dissatisfaction consumers feel with a product.
Methodology
This research used an associative quantitative problem formulation, which is a research
problem formulation that asks about the relationship between two or more variables. According
to Jaya (2020), associative research explains a particular phenomenon. The author used this
method to achieve the desired goal because this type of quantitative associative research
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requires data to support the course of research and can answer whether there is a relationship
between the variables to be studied.
Based on Roscoe's theory (2003, as cited in Irwan, 2019) which says that the sample
size must be ten times larger than the variables analyzed in the study; thus, the number of
variables analyzed is ten times five, so there are 50 respondents as research samples. This
research used a probability sampling technique with a purposive approach and snowball
sampling. The sample criteria in this research are individuals who are fans of GMMTV and
have purchased GMMTV merchandise. The method of data collecting in this research used a
questionnaire using Google Forms and a literature study.
Based on the understanding of Ibnu (2003, as cited in Kusumastuti et al., 2020),
independent variables are variables that are suspected to be the cause of the emergence of other
variables, such as the dependent variable. The independent variables in this study are as follows:
1. Cultural Factors (X1)
2. Social Factors (X2)
3. Personal Factor (X3)
4. Psychological Factors (X4)
Ibnu (2003, as cited in Kusumastuti et al., 2020) stated that the dependent variable is
influenced by an independent variable or can also be called the response or output variable. In
this study, the dependent variable is Purchase Decisions (Y).
To test the effect of two or more independent variables on the dependent variable, this
research used the normality test, multicollinearity test, heteroscedasticity test, multiple linear
regression analysis, multiple correlation analysis, coefficient of determination (R2), and t-test
(partial test).
Finding & Discussion
After distributing 50 questionnaires through Twitter by using Google Forms, the writer
obtained data that the majority of respondents who bought GMMTV merchandise were 17-25
years old, as many as 47 respondents or 94%, and the majority of respondents were female, as
many as 48 people. In addition, the average respondent has income (wages, salaries, pocket
money, and others) ranging from less than Rp2,500,000, followed by receipts of Rp2,500,000
to Rp5,000,000, and there are also those whose receipts are Rp6,000,000 to Rp10,000,000.
Multiple linear regression analysis is intended to test the effect of two or more
independent or independent variables on one dependent or dependent variable. The multiple
linear regression equation is as follows: Y = α + b1X1 + b2X2 + b3X3 + b4X4 + e
Based on the results of the SPSS output, the results obtained are Y = 9.569 + 0.227X1 +
0.444X2 + 0.097X3 + 1.087X4
The multiple linear regression equation above can be explained as follows:
a. The constant of 9.569 means that the independent variables (Cultural Factors, Social Factors,
Personal Factors, and Psychological Factors) have a value of 0, then the level of Purchase
Decisions (Y) is 9.569. A constant is a value that remains constant even if another variable
changes its value.
b. The Cultural Factors variable (X1) regression is 0.227, which means that if the other
independent variables have a fixed value and the Cultural Factors variable increases by 1%,
the level of Purchase Decisions (Y) will increase by 22.7%. The positive coefficient means
a unidirectional relationship between the Cultural Factors variable and the Purchase
Decisions. The increase in Purchase Decisions offsets the better Cultural Factors.
c. The Social Factors variable (X2) regression is 0.444, which means that if the other
independent variables have a fixed value and the Social Factors variable increases by 1%,
the level of Purchase Decisions (Y) will increase by 44.4%. The positive coefficient means
a unidirectional relationship between the variables of Social Factors and Purchase Decisions.
An increase in Purchase Decisions offsets the better Social Factors.
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d. The Personal Factors variable (X3) regression is 0.097, which means that if the other
independent variables have a fixed value and the Personal Factors variable increases by 1%,
the level of Purchase Decisions (Y) will increase by 9.7%. The positive coefficient means a
unidirectional relationship between the Personal Factors variable and the Purchase
Decisions. The better the Personal Factors are offset by the increase in the Purchase
Decisions.
e. The Psychological Factors variable (X4) regression is 1.087, which means that if the other
independent variables have a fixed value and the Psychological Factors variable increases
by 1%, the level of Purchase Decisions (Y) will increase by 108.7%. The positive coefficient
means a unidirectional relationship between the Psychological Factors variable and the
Purchase Decision. The better the Psychological Factors are offset by an increase in Purchase
Decisions.
Coefficient of determination (R2) analysis is to see and measure how far the ability of
the independent variables is in explaining the dependent variable. This test determines the
strength or closeness of the relationship between two or more independent variables (X1, X2,
X3, X4) to the dependent variable (Y) simultaneously. The value of the coefficient of
determination is between zero (0) and one (1). If the value of R is close to one, then it can be
interpreted as the ability of the model to explain the variation of variables, indicating that the
relationship is getting stronger; on the contrary, if the value of R is closer to 0, then the
relationship is getting weaker. The guidelines for providing the interpretation of the correlation
coefficient are as follows:
0.00 - 0.199 = very low
0.20 - 0.399 = low
0.40 - 0.599 = moderate
0.60 - 0.799 = strong
0.80 – 1.000 = very strong
Table 1 Coefficient of Determination (R2) Analysis
R
R Square
Adjusted R
Square
.640a
.410
.357
Source: SPSS Data Output, 2022
Based on table 1, it can be seen that the multiple correlation R is 0.640. This shows that
there is a strong influential relationship which means that the four influencing factors can
explain consumer purchasing decisions. Meanwhile, the adjusted R2 value is 0.357 or 35.7%,
which means that the influence of the independent variables (Cultural Factors, Social Factors,
Personal Factors, and Psychological Factors) with the Y variable (Purchase Decisions) is
35.7%. The variation of the independent variables used in the variable model of Cultural
Factors, Social Factors, Personal Factors, and Psychological Factors can explain 35.7% of the
variation in the dependent variable (Purchase Decisions). Meanwhile, the remaining 64.3% is
influenced and defined by other variables not included in this research model.
The definition of the t statistical test stated by Ghozali (2016) is that this test shows how
far the influence of one independent variable or individually in explaining the dependent
variable. In the t statistical test, criteria are used; namely, if the t table result is smaller than the
t count result, it means that the independent variables have a partial effect on the dependent
variable or vice versa.
